Mutti makes TV advertising debut with campaign featuring Jimmy Doherty premiering during Jamie Oliver: Together series on Channel 4
Mutti S.p.A, the Italian’s favourite tomato brand*, is continuing its impressive sales growth in the UK with a significant marketing investment in an exciting bespoke six-week TV advertising campaign in partnership exclusively with Channel 4.
Premiering on Monday 13th September, 8pm, Channel 4, during Jaime Oliver: Together, the advertising campaign will run until the end of October across contextually relevant programming including The Great British Bake Off, Sunday Brunch, Gogglebox, and throughout Jamie Oliver: Together.
The new Mutti advertising campaign was filmed in Parma, Italy during the harvest and features farmer and presenter Jimmy Doherty who takes viewers on a journey of discovery, to learn about Mutti’s uncompromised quality and their harvest. Jimmy meets Francesco Mutti, owner and the fourth generation of the family to run the company; and Ugo Peruch, Agricultural Director, who personally knows each of the 800 tomato farmers. Both Mutti experts help convey the brand’s core values of quality, sustainability and respect, and show UK consumers exactly why Mutti is different to its competitors.
Zsuzsa Gosztola, Mutti Marketing Manager U.K.,Germany and Nordics, says: “We are delighted to be making our UK TV advertising debut with this Channel 4 partnership and advertising campaign featuring farmer and presenter Jimmy Doherty. Jimmy is the perfect ambassador to help tell our story and introduce UK consumers to our Mutti essentials range of tomato products, which are now widely available across UK supermarkets.”
She continues: “Mutti has added +£3.8 million in sales** to the tomato category this year and in the last 12 months our sales have grown +150%***. Now we are backing up this growth and increased UK distribution with a £1.7 million**** advertising campaign which will ensure more and more consumers are aware of Mutti, our values and our uncompromised quality, and seek out our products in their favourite supermarkets and local stores.”
The Mutti essentials range includes: Polpa Finely Chopped Tomatoes, Peeled Tomatoes, Passata and Double Concentrated Tomato Puree. Available now at leading supermarkets including Waitrose, Ocado, Sainsbury’s, Asda, Booths.
In Tesco you can buy Mutti Pizza and Pasta sauces.
*IRI Infoscan Census MAT ending December 2020 (volume & value share for Chopped Tomatoes, Strained Tomatoes, Peeled Tomatoes, Tomato Paste)
** Nielsen Total Coverage YTD June 2021
***Nielsen Total Coverage MAT June 2021
****Gross media spend